1. The Age of the Content Experience Designer
Akshay Iyer – Manager Information Engineering
July 2018

2. Agenda The CUSTOMER PARADOX 1 THE UX Story 2
The DIGITAL marketing STORY 3
the content experience designer 4 5
breadth and depth 6
Next steps

3. A Customer’s Paradox

4. The marketing website gives a different message
The documentation deals with specific features
Do I need to pay for education to learn the product?
Pre-sales demonstrated some great use cases

5. Develop documentation that helps a customer use the product
Imagine This Scenario..
Assigned as a writer to a new SaaS product being developed by your organization
Develop documentation that helps a customer use the product

6. The UX Story UX refers to the way a product behaves and is used in the real world

7. Meet Jane UX
User Experience Design Fundamentals – Joe Natoli - Udemy

8. 5 Elements or Planes of UX
User Experience Design Fundamentals – Joe Natoli - Udemy

9. Target Persona Information Mapping content to user’s expectations
Am I looking only for strategy level information or does this have any real impact on my work?
Target Persona Information
Mapping content to user’s expectations

10. Writing for a Target Persona
Will the information you create directly address the user’s problems vs. talking about the features of your product
User Experience Design Fundamentals – Joe Natoli - Udemy

11. UX Research Phases
Will the information you create clearly call out the limitations of your competitors and showcase your strengths
User Experience Design Fundamentals – Joe Natoli - Udemy

12. Mapping Content To User’s Expectations
When your user takes a trial of your product, will your content help answer these questions?
User Experience Design Fundamentals – Joe Natoli - Udemy

13. The Digital Marketing Connection Digital Marketing is the use of the internet, mobile devices, social media, search engines, display advertising and other channels to reach consumers

14. How does a customer know you exist?
Why should I be worried about Digital Marketing? I have everything I need from my UX collaboration.
How does a customer know you exist?
How will you ensure your customer buys your product?

15. How Do You Buy What You Need
Image Credit -

16. How Do You Buy What You Need
Image Credit -

17. SaaS means your products is bought by users not companies
I know that the user reads reviews? I do it every day. What’s the big deal?
SaaS means your products is bought by users not companies
Can users easily discover your product on Google?
Can you control their journey after they find you on the Web?

18. Getting Started and Onboarding Content
Blogs and MOOCs
Getting Started and Onboarding Content
Special content unlocked to paid customers including webinars
Incentives for customers to give video testimonials including access to beta

19. Find out what users are researching Blogs and videos to engage users
Key Tools Used
Find out what users are researching
Blogs and videos to engage users
HubSpot/Marketo
Bright Funnel
Software to manage customers, landing pages, campaigns, and social media pages
Linking spends to results by integrating tools
Google Keyword Planner/Google Trends
WordPress as CMS for Blogs

20. DEMO

21. All this is great? But what is my job here?
Work with your Digital Marketing team to get keywords
Author blogs with those keywords that discuss customer problems
Add a link to product trials for your blog
Help build a MooC for your product if possible
Create the onboarding experience with UX team

22. The Content
Experience Designer A Job Title for the Future

23. Design and implement a content strategy that helps users successfully adopt your SaaS product

24. Traditional Documentation Process
Planning
Drafting
Reviewing
Publishing
Editing
Revising

25. Continuous Documentation Modelling
CDM
Analyze
Design
Develop
Publish

26. Analyze Phase Analyze User Personas Competitor Research
Stakeholder interviews
ZMOT Moments
Keywords and Trends
CMS and Marketing Systems
UX Inputs
Marketing Inputs
Research Recommendations Document

27. Design Phase UX Inputs Marketing Inputs Direct Overlap
Persona-based content
Competitor-specific assets (blogs, videos, examples)
First-use impression impact
ZMOT specific content experiences
Blogs, video nuggets, and MooCs
Core Features coverage
UX Inputs
Marketing Inputs
Direct Overlap
Content Design Document

28. Develop Phase
Design
Persona-based documentation on CMS
Getting Started and Onboarding Experiences
Microsites to capture ZMOT
Blogs and videos for
Inline-documentation for products using CMS integration with Elevio, Pendo, Zendesk etc.
Pendo/WalkMe to develop use-case based onboarding experience
Microsites to capture key ZMOT moments
Ensure marketing can reuse content for Blogs and videos - WordPress

29. Publish Design Trials and GA Trials and GA
Persona-based documentation on CMS
Getting Started and Onboarding Experiences
Microsites to capture ZMOT
Blogs and videos
Trials and GA
Trials and GA
Pre-GA to generate interest about product
Pre-GA to generate interest about product

30. Next Steps

31. Balancing Breadth and Depth

32. To Learn More: User Experience Design Fundamentals – Udemy
Digital Marketing Specialization - Course Era
Web Development Nanodegree - Udacity

33. Akshay Sainath Iyer Manager Information Engineering

34. Thank You.